The email campaign is one of the most effective marketing channels. The pandemic has seen an increase in engagement. For example, open rates have increased by 31% over the past year while unsubscribes have dropped by 50%. People are increasingly turning to email for information and entertainment because there is less to do and more time at home.
Do all brands get the most attention from email marketing? If you feel like your email marketing isn't working, consider the tactics below – they may be just what you need to rekindle your engagement.
Email engagement is important for many reasons. This is also part of an algorithm you may have noticed on social media. The more people see a message, the more they react to it.
Email works the same way:the number of opens, clicks, and responses you receive are all indicators that your content is great. Internet Service Providers (ISPs), who are committed to making email more accessible to everyone, support those who interact with their messages. You will soon notice this:
But how to get there? Let's take a look at some things you can do today to make your life easier.
How fresh is your email list?
A healthy and fresh database is the most important thing to have to improve your email results. If emails are sent to fake or invalid addresses or to spammers, even the best email can fail.
For the email campaign, we recommend the double opt-in method to build your mailing list using tools like Mailchimp orDatarac mailing list , because they have a higher engagement rate than the single opt-in.
Many businesses struggle with data degradation. Buying a mailing list, especially in B2B, is getting worse every month. In the past year, due to the pandemic, up to 25% of your business email list may have become risky, suggests data scientist Christopher Penn.
If you're sending to low-quality contacts, that's an indication that you're not following email marketing best practices. ISPs can direct your emails to unwanted folders. Your email service provider may suspend your account if you fail to deal with bad data quickly. Your IP address or sending domain could be added to a blacklist. It can make things worse.
Before you send out your next newsletter, stop and think for a second about the last time you validated your list. It's been over three months since you validated your list? Then take the time to verify it with an email checker. Then delete all bad addresses. You may lose some contacts, but it's not a bad idea to keep them on your contact list.
If your database is up to date and you're still not seeing an increase in email engagement, your content may need an overhaul.
It can be difficult for business owners to determine if their content strategy is on the right track. While your business may think it should focus on your products and services, your audience may expect more. Your followers might be more interested in educational or entertaining content.
Take a look at the campaigns you've run over the past six months. What are your subject lines? Are they enticing? Would you click on these emails if you received them?
You might not know if you haven't done the following exercise:Of all the emails sent in the past six months, how many were self-promotional in nature? If it's above 20%, you may need to take a less aggressive approach.
Use the Pareto principle and ensure that 80% of your emails – or more – contain useful content for your subscribers. Instead of sending self-promotional emails, instead share tips and ideas that can help people overcome their problems.
Keep it fresh and interesting, be useful, and you'll see open rates and click-through rates go up.
This is the biggest mistake I see in email marketing. Companies send out engaging content, but only once in a while.
This strategy (the lack of it) won't get them far for two reasons.
First, how do you increase email engagement if your emails are unopened? It's like trying to build stronger muscles while lying on the couch.
The average person receives 122 emails per day. Our brain is constantly bombarded with information and can easily erase outdated data to make room for new ones. Many people forget who they are and delete or mark your email as spam when they return to their inbox.
Think of email marketing as a marathon, not a sprint. One email every three months won't help your subscribers, nor will it help you.
Start by trying out different scheduling options, depending on your industry and business. For many companies, one email per week is sufficient. However, your audience may prefer to hear from you more frequently. To ensure you stay in touch, you should send at least one email per month if you are unable to commit to sending a weekly message.
Whatever frequency you choose, it is important to stick to it. Sending regular emails is a great way to build trust, familiarity, and engagement.
